HTC’s launch of the One A9 has caught the attention of many. The company insists that the latest mid-tier device isn’t an iPhone copy, despite the fact that — from almost every angle — it looks like one. Having spent time with it, we agree in many ways. Even if it is, the very fact it runs Android 6.0 is a big enough differentiating factor for many consumers. Still, the Taiwanese manufacturer isn’t helping itself by releasing its latest advertising campaign.

The latest full length ad, named ‘Be Brilliant’ has a clear message: Be Different. Sound familiar?

Prior to today’s launch event, the HTC One A9 has leaked several times, and each time we’ve noted how similar the phone looks to the iPhone 6. Even now that it’s official, we still feel the same. As does almost anyone who has eyes, and has seen them both. HTC’s new phone has a flat metal back plus rounded edges and corners. The front is completely covered in glass, which is slightly curved at the edges. Seem familiar?

HTC argues that that Apple stole its metal-with-antenna-bands design first, and it’s just reclaiming it. That won’t matter too much among general consumers though, they’ll just see it as an iPhone clone…

Yet another leak has shown up of the rumored HTC One ‘Aero’, also known as the One A9. Although it’s shown up a few times in the past, never has it been clearer as to where the design influences have come from. HTC is expected to officially unveil the smartphone during a virtual event on October 20. Today’s leak comes via Steve Hemmerstoffer (aka @OnLeaks) and shows the extent to which HTC has gone to be ‘inspired’ by the iPhone 6/6s..